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Co-op 'Lofty Peak Flour' advertisements

Two television adverts from the 1960s

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Two television adverts for SCWS (Scottish Co-operative Wholesale Society) products from the 1960s. The adverts reflect the gender stereotyping of the time.

  • SCWS Lofty Peak Flour Advertisement (1966) A cake is "unmade" to produce a bag of Co-op Lofty Peak flour.
  • SCWS Lofty Peak Christmas Cake Advertisement (1963) A television commercial recommending Lofty Peak flour for baking in the lead up to Christmas.

Questions & Activities


  • What type of food adverts do you see on TV today? When was the last time you saw an advert for flour?
  • What is afternoon tea?
  • Were different expectations placed on women and men in the 1960s?
  • In the first advert, what editing techniques are used to create the effect of reversing time?


Today we eat more ready-made meals than ever before. Discuss the reasons behind this and, using evidence, debate whether ready-made meals are as healthy as home cooked foods.

Prepare a variety of traditional Christmas baking treats and organise a 1960s Christmas party.

Take some relatively simple process and 'un-make' it on film, e.g. unmaking a jelly, or taking off your running shoes (un-running shoes). Watch the film 'Early Trick Films' to see similar 'trick film' techniques.

Analyse the humour in adverts and deconstruct some of your favourites.

The 1960s is often seen as a time of revolutionary change in gender roles. Discuss the changing roles of women and parents from 1960 to today. You may also wish to discuss how women's roles have changed throughout the century in peacetime and in wartime.

Clip Details

Record Id 007-000-002-103-C
Resource Rights Holder By kind permission of The Co-operative Group Limited
Project Ref 0679+0674
Date 1963 (circa)1966 (circa)
Genre Advertising
School Subject Health and Wellbeing, Home Economics, Social Studies
Subject Matter Advertising, Marketing, Food
Who Scottish Co-operative Wholesale Society (producer / sponsor)
Event Domestic
Attributes Black and White, Sound
Clip Length 1:29
Film Length 1:29